Wine Marketing

Ing. Maralmaa Anand

Master's thesis

Abstract:

This research aims to investigate the current situation of the wine market in Mongolia and examine the social media marketing impact on wine buyers’ purchase decisions. Secondary data analysis was used to analyse the Mongolian wine market and current marketing strategies. The survey was primarily collected from randomly selected 172 Mongolian wine consumers. Data collected from the survey questionnaire were analysed using Google Forms, Microsoft Excel, and IBM SPSS. The findings suggested that Facebook is the main communication platform for most wine trading companies in Mongolia. Social media marketing was found to be positively influenced consumers’ wine purchase decision. The research highlights that wine advertisement on social media has become a central source for obtaining wine-related information. Wine consumers most regard educational and informative content. It was also found that consumers’ wine purchase propensity after seeing social media marketing is affected by many factors, including their age, daily social media usage, wine consumption frequency, employment status, and education level. Recommendations to wine businesses include creating educating yet interacting content to promote the wine brands, organising wine tasting and experience sharing events, building a close relationship with wine experts to create brand awareness and positive WOM. This thesis is one of the first studies investigating the Mongolian wine market and consumer behaviour and attitude towards a wine purchase decision.

Abstract:

This research aims to investigate the current situation of the wine market in Mongolia and examine the social media marketing impact on wine buyers’ purchase decisions. Secondary data analysis was used to analyse the Mongolian wine market and current marketing strategies. The survey was primarily collected from randomly selected 172 Mongolian wine consumers. Data collected from the survey questionnaire were analysed using Google Forms, Microsoft Excel, and IBM SPSS. The findings suggested that Facebook is the main communication platform for most wine trading companies in Mongolia. Social media marketing was found to be positively influenced consumers’ wine purchase decision. The research highlights that wine advertisement on social media has become a central source for obtaining wine-related information. Wine consumers most regard educational and informative content. It was also found that consumers’ wine purchase propensity after seeing social media marketing is affected by many factors, including their age, daily social media usage, wine consumption frequency, employment status, and education level. Recommendations to wine businesses include creating educating yet interacting content to promote the wine brands, organising wine tasting and experience sharing events, building a close relationship with wine experts to create brand awareness and positive WOM. This thesis is one of the first studies investigating the Mongolian wine market and consumer behaviour and attitude towards a wine purchase decision.

Keywords

Wine Marketing, Consumer Behaviour, Social Media Marketing, Mongolia, Wine Purchase Decision, Wine Market

Language used: English

Date on which the thesis was submitted / produced: 17. 5. 2021

Thesis defence

• Date of defence: 25. 6. 2021
• Supervisor: Ing. Dušan Mladenović, Ph.D.
• Reader: Ing. Bc. Michal Ďuriník, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management